New wave of livestreaming

        With the rapid development of the Internet, the content of live broadcast is becoming more and more diversified. With the rise of live broadcasting platform, watching live broadcast has become a way for many people to obtain information, leisure and entertainment, and even to consume and shop. Various platform functions announce the coming of the era of national live broadcasting. Among them, "female audience" is not only the heavy user of live broadcast, but also the purpose, program type and type of watching The use of platforms, etc., is highly related to consumer shopping, showing strong "+ 1" business opportunities, which can be said to be the key group in the "live shopping" boom. Let's have a deep understanding of the time period, purpose, type and most frequently used platform of people watching live broadcast through the survey of go survey, and further consider: how to improve our own advantages and strengthen business efficiency through the characteristics of different platforms!

        Women, young people and unmarried people are the main audience

        Comparing the profile of the customers who have watched the live broadcast in the past year, we can find that the proportion of women, 20 / 30 generation and unmarried people who have watched the live broadcast is relatively high, while those who are married and have one child at home also have a higher proportion of watching the live broadcast in recent year. From the results, women and young 20 / 30 generation customers are obviously the main audience.

        At present, the content of webcast is mostly entertainment, among which game elements are especially popular among young customers. As for the content production mode of UGC (user generated content, which means user original content), it needs more bold, open and creative producers. Therefore, it attracts many young people to join the industry, and then drives more young people to invest in it. Among them, many of them dream of becoming a participant in Web liberty.

                Young people love live broadcast the most and watch it for the longest time

        Overall, 68% of the people have watched the live broadcast, with an average viewing time of 31 minutes each time, and 36% of the people watched for more than 31 minutes. From the perspective of generation, more than 72% of the young generation have seen live broadcast, accounting for the highest proportion. The average viewing time of the 20 generation is 37 minutes, and 44% of the viewing time is more than 31 minutes; the mature generation has relatively less viewing experience, but also more than 60%, and the average viewing time is 29 minutes.

        In addition to the development of the network environment, live broadcasting has also benefited from the popularity of hardware devices (such as mobile vehicles), making digital video more and more popular. It also makes the content, form and platform of live broadcasting more diversified, and gradually becomes a popular channel for people to obtain consumer information.

                8-10 pm is the main time for people to watch the live broadcast

        The results showed that 8-10 pm was the main time for people to watch the live broadcast (67%), followed by 4-7 PM (25%) and 10-12 PM (23%). Among them, the younger generation watched the live broadcast more often after the evening and in the early morning, while the 50 generation watched more from the morning to the afternoon. Generally speaking, the popular time for watching live broadcast is 16:00-23:59.

        Webcast can not allow viewers to adjust their own viewing time. It is more like a TV program broadcast at a fixed time. However, the vehicle is more diverse than television, and can be watched from any place. In addition, the "immediacy" and "interactivity" of the live broadcast allow the audience to gain a sense of participation while enjoying a unique experience. How to cultivate the audience's habit of watching at fixed time has become one of the key factors to win in the online live broadcasting battlefield where hundreds of schools of thought contend.

                Smart mobile phone is the main device for people to watch live broadcast

        According to the survey, up to 86% of people use smart phones to watch live broadcast, followed by desktop computers (25%) and notebook computers (18%). In terms of generations, the younger generation mostly uses smart phones, among which the 20 generations also use notebook computers (24%); the 50 generations prefer the visual experience of large screen, and tend to use desktop computers, tablet computers or smart TV to watch.

        According to the survey results, most of the people still use mobile phones with the most convenience; meanwhile, the mature customers also have the demand to watch the live broadcast through the large screen.

                The 20 / 30 generation looks at entertainment, the 30 / 40 generation looks at the consumption content, and the 50 generation looks at the current affairs

        In terms of the choice of live broadcast host and content, the main audience of the public are web Liberty (42%), news media (26%), bloggers (25%), sellers / manufacturers (25%) and artists (22%). Among them, men have higher demand for live broadcast of Web liberty, news media, politicians and games, while women prefer live broadcast of sellers, artists, relatives and friends. From the perspective of generation, the 20 / 30 generation preferred the live broadcast of Web ceremony and artists; the 30 / 40's preferred the live broadcast of bloggers and sellers; the 50 generation preferred watching the live broadcast of news media, politicians, relatives and friends.

        The difference of viewing objects reflects the different potential demands of different generations for live broadcasting: 20 / 30 generations prefer high entertainment content; 30 / 40 generation prefer consumer content; 50 generation pay more attention to current events or news content.

        When using live broadcast as a publicity tool, brand owners can set themes according to the needs of customers, provide differentiated content, and attract more audience participation through interaction.

                Nearly 60% of the people watch the live broadcast for entertainment and passing time

        Why do you want to watch it live? The results showed that entertainment or passing time (58%) was the main purpose of watching the live broadcast, followed by the absorption of information and new knowledge (43%), and understanding of trends and major issues (34%). In addition, 20% of the people watched the live broadcast for shopping and relieving pressure.

        From the perspective of generations, the young generation mostly watch live broadcast for entertainment or to kill time; the 50 generation mostly want to know more information and issues; while the proportion of 30 / 40 generation and women shopping through live broadcast is significantly higher, which also shows that online shopping has extended from website graphics and texts to live shopping. The real-time interactivity of live broadcast provides a marketing channel for operators to contact consumers directly It also brings new business opportunities for sellers.

                Leisure and entertainment live broadcast is the most popular

        Different ethnic groups watch live broadcast for different purposes, and of course, the types of programs they prefer are also different. On the whole, "leisure and entertainment" (such as food and Tourism) accounted for 52%, live news and live activities accounted for 31%, professional information (such as astrology, technology 3C, investment and financing) accounted for 27%, and "consumption and auction" accounted for 25%. In conclusion, the choice of programs is nothing more than meeting the needs of the public for "eating, drinking, and playing", "seeking knowledge" and "purchasing".

        Interestingly, the types of programs watched by different generations are also in line with the survey's observations on the live audience: the younger generation (20 / 30 generation) tends to watch stars, pop music and shows, which is entertainment oriented; the 50s prefer to watch news, live activities and political content, which is oriented by current events; while the 30 / 40 generation and women prefer consumption and auction The live broadcast is consumption oriented.

        This also repeatedly verifies: live broadcast gradually becomes online shopping channel. For brand manufacturers, how to join the marketing of products or services through the economic trend of live broadcast, creating the focus of the challenge is to create the eye and gold absorption.

                Most people watch live on FB and Youtube

        What community platforms or apps do people usually use to watch the live broadcast? According to the go survey, the top five platforms are Facebook (79%), YouTube (68%), instagram (24%), Yahoo TV (11%) and 17 live (8%). In terms of gender, the proportion of men using YouTube is high, while the majority of women use FB. In terms of generation, the younger generation (20 / 30 generation) preferred to use Ig and 17 live broadcast, the 30 generation used FB most (+ 5% vs. overall), while the 50 generation used youtube and Yahoo TV significantly higher proportion.

        Facebook, youtube and instagram platforms are mainly social and audio-visual websites. Due to the high utilization rate of websites, they also bring many live viewers. The most distinctive feature of Yahoo TV is its self-made live program. The first self-made live program is "the dining hall of outstanding heart" launched by the gold medal host Huang Zijiao, which lays a good foundation for Yahoo TV and establishes a set of reproducible live broadcasting mode. The live broadcast platform "17 live", which is supported by artists and brokerage companies, is the most popular live broadcast platform.

        For brand operators, how to put brands or commodities into the network programs of different live broadcasting platforms, so as to promote sales, is an urgent issue to be considered.

                Free content, friendly interface and multiple programs attract audience

        Although the five live broadcasting platforms have their own characteristics and advantages, the main factors that attract the public to watch are "more free content", "friendly operation interface" and "diversified program types".

        FB live broadcast has a large number of free content as an advantage, attracting a large number of viewers; YouTube live broadcast has more free content, but also relies on a variety of program types and friendly interface to increase the usage; Ig in addition to the friendly operation interface, it can track the function of a specific live broadcast host, which also becomes the reason for people to choose; Yahoo TV attracts audience with diversified products and services, diversified program types, large-scale program content, celebrity endorsement and other differentiated advantages; 17 live broadcast is popular with a large number of live broadcast hosts and multiple interactive ways.

        The major live broadcasting platforms conform to the economic trend of Web liberty and develop their own business opportunities. Their mode and commercial benefits are worth observing. Brand owners still need to make constant attempts and corrections in order to find out the best profit model.  

        Based on the above survey results, we can find that: the trend of live broadcasting is fierce. No matter the content, form or viewing platform of live broadcast are more diversified, which is particularly easy to attract women and young customers. With "smart phone" as the main vehicle, the main viewing time is after the evening, FB, youtube, Ig and Yahoo Both TV and 17 live broadcast have become the main platforms for watching live broadcast, and the types of programs can meet the needs of people's daily life in an all-round way. It is suggested that the brand's activity planning can make good use of the advantages of each live broadcast platform, combine the immediacy and interactivity of the live broadcast, and according to different viewing habits, give in to what they like and create business momentum!

                Finally, we make the following brief summary according to different generations:

        20 / 30, early morning, and post morning entertainment.

        Generation 30 / 40: Live frequent visitors, evening watching, entertainment and consumption orientation, and live platform shopping re evolution.

        Generation 50: watching in the morning and afternoon, orientation of current affairs information, diversity of platform programs, and smooth interface operation are the key.

        According to the survey, "live watching behavior survey" was conducted by go survey consultant on the go survey platform from February 6 to June 1, 2020. A total of 11267 samples were collected, and the interviewees were 18-70 years old happy go cardfriends.